Scenario 41
How do customers say they have no demand in the marketing process.
Methods of prevention remains the most effective method. So the first question we need to address is: How do customers feel the need.
A simple example is you to the bookstore to buy a book about skills telemarketing , try to think carefully about why you have this action?
Quite simply, the answer is that you feel that you meet a lot of difficulties in the process of telemarketing, for example, can not find the customer information goods, not crossing the barrier of receptionists, etc ... If the marketing fails, your income will not be guaranteed. To their wallets are fuller, you're new to the bookstore to buy a book on marketing skills to strengthen their skills.
Marketing staff to help customers solve problems when clients discovered that I have problems. If you appear right now, they will welcome you enthusiastically, why say that there is no demand?
Yet finding and pointing out problems to solve customer How
specific situation below will help you better understand the contents of this:
1. For those products that customers demand exists, should live presentations focus problems that you can solve.
The marketing people probably already know the needs of the customers are divided into two categories : existing demand and potential demand. Existing needs clearly expressed through the outside, does not require you to learn. And latent demand, sometimes even customers do not know it requires marketing personnel to analyze and exploit.
With the existing demand of customers, marketing staff what to do is articulate clearly to help customers solve problems, thereby awaken the customer's needs. But customer demand is evident to the outside, but if you do not know clearly how to present product may cause the client does not feel the benefits of this call, which led to protest natural radiation - customers will say: "I have no need."
the situation here is dialogue between the employees of the financial accounting and marketing staff of a company that provides accounting software. As the accountant necessarily use accounting software should be classified as existing needs.
Staff Marketing: Using accounting software can help you implement the standardization of accounting work, improve performance work, reduced errors in financial statistics, improve financial management of the company.
Customer: Oh, so it's best she faxed to my reference, wait after watching if felt there is demand, I'll get back to you.
And this is the dialogue has been modified:
staff marketing: is there a method that can help him solve the problem and compare books headache, consume several hours clock every day in just one minute. Can I give you a brief introduction to it?
Customer: Well, how so?
The first dialogue contains mistakes that many marketers often make. It is true that marketing the product that you have a lot of benefits but you refer to it too much, not to mention issues related to actual customers, all just theoretical. Once customers have needs, the marketing staff that need to do is to give up even the mere theoretical benefits and directly enters the main problem, the problem presented clearly most interested customers is enough .
this dialogue has been doing pretty well Monday.
2. In the case of customer demand is latent demand, need to create a new relationship then asked to customer problems.
Unlike existing demand, potential needs of customers, employees clearly marketing can not choose to go straight to the point immediately. Customer itself does not necessarily have discovered so although you can say how many customers still feel irrelevant to them and of course they will say you do not need.
As what we have analyzed in the previous chapter, to develop customer needs into existing needs, you first need to find out the status of new customers and then find out expectations, thereby detecting the difference between the current situation and expectations. When the customer discovers he has problems to be solved means that demand has become latent demand exists.
Step learn through the steps needed to put the question taking pressure. Following situations will concretize it.
This is the first dialogue between customers and staff of the company marketing consulting recruitment training.
Marketing staff: Director Quang, do not know the focus discovered his company's growth this year is what? Let me see what can help him.
Client: Well ..., it also depends on the companies arranged. Our HR department frankly is just working for other departments. They asked why we do it.
Marketing staff: About array recruitment, he has not encountered any difficulties?
Customer: Temporarily does not.
In the above situations, understanding the development focus customer growth and the difficulties that clients may encounter are very correct. Because only if this information had two, new marketing staff can find out the real needs of customers and forward them to address the needs.
That is certain to ask the question but it is important you should select the appropriate time. If even in the first call that you were asked questions delicate nature such high pressure, hardly anyone wants to answer frankly, more marketing staff also do not have nothing to ask as questions like so.
the status that we just mentioned are set based on the level of trust with your customers. For those people and issues not related, customers can answer through. If customers want to directly answer your question without hesitation, they must look like your customers to some extent.
Therefore, the only right way to do marketing personnel need to learn is "whether rice pick mam ", said the questions posed in line with the position they are in the eyes of customers. Want to ask questions or delicate questions most beneficial to the promotion of sales, set up before a certain degree of trust. There is such a question the new results obtained easily and as you would expect.
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